Promotion
Resumen
Every product needs an audience. Without promotion, even the best goods sit on shelves unseen, and the most useful services never reach the people who need them. Promotion is the bridge between a business and its customers, combining advertising, sales incentives, public relations, and personal selling to create awareness, build desire, and drive purchases.
In this lesson you will explore the main methods of advertising and promotion, compare persuasive and informative approaches, examine how social media and technology have transformed the way businesses reach consumers, and evaluate which promotional strategies work best in different commercial situations.
Objetivos
- Understand the purpose of advertising and promotion in commerce
- Understand main methods of advertising and promotion: radio, television and cinema, billboards and posters, newspapers, magazines and trade journals, point of sale, catalogues and brochures, circulars and leaflets, websites and mobile apps, free gifts and samples, trade fairs and exhibitions, sponsorship
- Understand approaches to advertising: persuasive, informative, competitive, collective
- Understand the role of social media in identifying customer needs and advertising
- Understand the impact of changing consumer preferences on advertising
- Understand the impact of technology on advertising and promotion: ecommerce, digital communication
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Nota de la lección
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- Which of the following is an example of informative advertising? A) A celebrity endorsing a perfume brand B) A supermarket leaflet listing prices of weekly offers C) A car advert showing a driver on a scenic mountain road D) A sports brand sponsoring a football team Answer: B
- What is the main purpose of sales promotion? A) To build long-term brand awareness B) To encourage an immediate increase in sales C) To improve the business's public image D) To provide after-sales service to customers Answer: B
- Which type of advertising involves businesses in the same industry promoting the product type rather than a specific brand? A) Persuasive B) Competitive C) Collective D) Informative Answer: C
- Which of the following is a drawback of using television advertising? A) It cannot reach a large audience B) It is very expensive to produce and broadcast C) It cannot use sound or moving images D) It only reaches local customers Answer: B
- A loyalty card is an example of which type of promotion? A) Advertising B) Public relations C) Sales promotion D) Personal selling Answer: C
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Libros Recomendados
Para seguir aprendiendo, recursos abiertos
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Sección del libro
The Huge Impact of Advertising
How are advertising media selected?
"Introduction to Business: The Huge Impact of Advertising" by OpenStax, OpenStax, Rice University, licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). Source: https://openstax.org/books/introduction-business/pages/12-6-the-huge-impact-of-advertising. Access for free at https://openstax.org/books/introduction-business/pages/1-introduction
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Sección del libro
Trends in Social Media
What is social media, and how has it changed promotion?
"Introduction to Business: Trends in Social Media" by OpenStax, OpenStax, Rice University, licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). Source: https://openstax.org/books/introduction-business/pages/12-10-trends-in-social-media. Access for free at https://openstax.org/books/introduction-business/pages/1-introduction
Publicados por otras organizaciones con licencias abiertas y citados como piden. Los enlaces abren sus sitios.
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